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wp.org search vs our merit ranking: “white label”

wp.org orders by popularity, so a plugin a host bundled onto millions of sites, or a big-brand one that's slow and mediocre, can sit at the top. Our ranking is built to answer a different question: which of these is actually worth installing. How this works →

For “white label”, we agree with wp.org on the top plugin, and our order differs from theirs on 8 of the top 20. 1 plugin is pushed down for signals wp.org ignores: errors, a host-installed base, or removal risk.

wp.org search ranks on

Install count (uncapped), the raw star average, freshness, and support. Popularity dominates, so the biggest install base usually wins regardless of how it got there.

We add

A cap on the install boost, volume-weighted ratings, and signals wp.org can't see: whether it throws errors on current PHP, whether the install base is organic or host-pushed, and its risk of being pulled.

Ranked above its merit

F4 Simple White Label shows at wp.org #7 but places #21 on merit, a gap of 14 places. Its 200+ installs carry it up the search order; its 5.0★ average from 1 reviews, plus freshness and upkeep, place it lower on our volume-weighted scale.

Buried gem

Easy Updates Manager places #9 on merit, 4.8★ from 725 reviews, but shows at wp.org #14. A smaller install base keeps it further down the default search order than its quality signals alone would.

merit plugin wp.org
1 White Label CMS 200K+ · 4.7★ (114) wp.org #1 2 White Label – WordPress Custom Admin, Custom Login Page, and Custom Dashboard 10K+ · 5.0★ (21) wp.org #2 3 SEOPress – AI SEO Plugin & On-site SEO 300K+ · 4.8★ (1258) wp.org #5 2 too low 4 Adminify – White Label, Admin Menu Editor, Login Customizer 6K+ · 4.3★ (109) wp.org #4 5 Branda – White Label & Branding, Free Login Page Customizer 20K+ · 4.5★ (30) wp.org #3 2 too high 6 WPvivid — Backup, Migration & Staging 900K+ · 4.9★ (1552) wp.org #8 ↑1 2 too low 7 Under Construction 600K+ · 4.8★ (1285) wp.org #9 ↓1 2 too low 8 Masteriyo LMS – LMS Course Builder, Quizzes & Certificates 6K+ · 4.8★ (183) wp.org #6 2 too high 9 Easy Updates Manager 300K+ · 4.8★ (725) wp.org #14 5 too low 10 Custom Login Page Customizer 50K+ · 4.9★ (474) wp.org #15 5 too low 11 ManageWP Worker 1M+ · 4.6★ (679) wp.org #11 12 BlogVault Backup & Staging 80K+ · 4.6★ (331) wp.org #16 4 too low 13 Duplicator – Backups & Migration Plugin – Cloud Backups, Scheduled Backups, & More 1M+ · 4.9★ (4937) wp.org #13 14 Independent Analytics – WordPress Analytics Plugin 100K+ · 4.8★ (166) wp.org #17 3 too low 15 Royal Addons for Elementor – Addons and Templates Kit for Elementor 600K+ · 4.8★ (612) wp.org #21 ↑1 6 too low 16 Ultimate Dashboard – Custom WordPress Dashboard 60K+ · 4.6★ (114) wp.org #18 2 too low 17 Alex Reservations – Restaurant Reservations, Tables & White-Label Booking System 200+ · 4.9★ (28) wp.org #12 5 too high 18 Ultimate Client Dash 2K+ · 4.8★ (10) wp.org #19 1 too low 19 UiPress lite | Effortless custom dashboards, admin themes and pages 6K+ · 4.1★ (21) wp.org #22 ↓2 3 too low 20 White Label WP Login 20+ · 5.0★ (2) wp.org #10 10 too high 21 F4 Simple White Label 200+ · 5.0★ (1) wp.org #7 14 too high 22 Loginfy – Custom Login Page Customizer 2K+ · 5.0★ (3) wp.org #23 ↓2 1 too low 23 Unstoppable White Label 30+ · 0.0★ (0) wp.org #24 1 too low 24 White Label voice assistant for ElevenLabs AI Agents 50+ · 5.0★ (1) wp.org #20 ↑3 4 too high

Merit ranking caps the install boost at 1M (wp.org leaves it uncapped), replaces the raw star average with a volume-weighted Bayesian score and a Wilson lower bound, and keeps wp.org's own freshness and compatibility decays. Method from the plugin-directory source; see Meta Trac #8298. Positions are tracked daily from the first visit to a keyword, so the small arrows show movement since tracking began.